| 題目(中) |
應用品類管理於可適性線上型錄之研究 |
| 題目(英) |
The Study of Applying Category Management
on Adaptive Customer-centered Online Catalogs |
| 研究生 |
劉江倫（碩士學位） |
| 指導教授 |
張德民 |
| 摘要(中) |
隨著電子商務的發展，網路已被零售商視為一個嶄新的銷售管道，線上型錄的設計因此成為網路零售的重要課題。
雖然多數的線上零售網站都提供產品蒐尋功能，但是對於無特定目標而瀏覽網站的消費者卻沒有太大的幫助。設計良好的線上型錄可以幫助瀏覽者進行網路購物。
我們提出兩階段的線上品類管理方法來設計線上型錄。第一階段，以考慮顧客購買行為的品類管理方法來分析顧客需求；更進一步以區隔出的產品群來形成起始的線上型錄，放置在網站結構越上層的產品群表示越受到顧客的喜好。第二階段則是利用顧客的網上瀏覽行為進行網站結構的調整，隨著時間的改變會動態地改變產品的位置。
最後我們應用實際網路零售商的資料庫來驗證兩階段的線上品類管理方法，結果顯示線上型錄確實會隨著顧客偏好而改變，表現出他們不同的偏好。因此我們提出的方法不但提供了研究者一個很好的研究方向，更對網路零售商提出一個具體可行的線上型錄設計方法。 |
| 摘要(英) |
The Internet with growing electronic commerce
is regarded as a new selling channel for retailers. Online catalog
organization has become an important issue for e-tailing business
development. While most online retailing web sites provide assistance
for searchers who know exactly what they are seeking, little has been
done to aid browsers who take a more open-minded and exploratory approach
to navigation. Good design of online catalogs is essential for browsers
to shop over the web. In this paper, we propose a two-phase approach
to the design of online catalogs. In the first phase, the idea of
category management that analyzes customers’ purchasing behaviors
is employed to construct a customer-centered online catalog. Cluster-based
market segmentation helps determine the web hierarchy with clusters
of products in higher levels indicating more interesting to customers.
The second phase is to dynamically adjust the hierarchy when customers’
preference indicated by browsing patterns is changed.'Relative access'
that reflects the popularity of web pages is used as a basis to make
online catalog adaptation. Finally, we apply this approach to real-world
data collected at
Galleze.com by Blue Martini Software. It shows that our approach can
result in meaningful online catalog organization for customers to
navigate. Our study therefore provides a good direction for researchers
in designing online catalogs. Furthermore, e-tailing practitioners
can apply our approach easily and gain benefits from such a design. |
| 論文下載 |
etd-0626101-145328.pdf
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